Armah Sports has launched a new health club concept for the Middle Eastern market, which it plans to roll out across the region – and beyond.

The first B_fit club opened in Jeddah, Saudi Arabia this week and will operate as a full-service ‘Smart Club’, featuring a wide range of innovative tech solutions which integrate with a high-end gym offer.

Workout facilities at the 3,750sq m club include a large gym floor, cardio zone, performance cardio zone, personal training hubs, athlete factory area, six exercise studios (catering for functional, spinning, yoga, pilates, HIIT, and boxing).

There's also a 25m pool, indoor running track, a large co-working space, innovation lab, smoothie bar and retail area.

When it comes to tech, B_fit boasts an impressive array of solutions – starting with access to the club, which is implemented through touchless facial recognition.

B_fit will also be the first health club in the world to utilise Amazon Alexa technology in its operations, with members being able to book classes and check trainers’ bios and schedules by talking to Alexa.

Other smart tech solutions include the use of VR and AR which – according to Fahad Alhagbani, CEO of Armah Sports – creates "an integrated and seamless digital member experience".

"Virtual reality experiences are there for members and visitors to try in our Innovation Lab, where we demonstrate the future trends to educate our young Saudi generation about the future and gamification," Alhagbani said.

"We're adopting VR, AR and the Internet of Things as we grow. With the Metaverse on the horizon, there are no limits on how much experience we can create for our members.

"Initial feedback from visitors and members has been fantastic – comments such as 'out of this world', 'unlike anything else in Saudi', 'next level club', 'new standard of the industry' and 'a club from space' are common.

"Similar early feedback has been received from our peers and suppliers from around the world, with people commenting that B_FIT can not only compete with some of the best fitness club designs in the world, but also that it sets a new standard for club design and features.

'We're proud to present our B_fit model as a smart club to the world, a place that represents our knowledge, creativity, passion, dreams, research, ambition and teamwork.

"Our mission is to make Saudi a hub for innovation in the region for the fitness industry – we believe the days of the traditional fitness club are gone, it’s time for the new generation of fitness clubs, the clubs of the future."

B_fit is one of three health club concepts and brands being developed by Alhagbani and the team at Armah Sports. The others are luxury brand Optimo and budget offering Lift.

Alhagbani added that the company plans to open 11 B_fit smart clubs and three Optimo clubs in the next 18 months.

To read an exclusive interview with Fahad Alhagbani on Armah Sports' plans, click here for HCM Issue 10/2020.